What is inbound marketing?
Inbound marketing is a strategy that uses a set of different forms of digital marketing (content marketing, blogging, SEO, social media, marketing automation among others) to create brand awareness and attract new leads.
Why is there so much talk about inbound marketing?
We live in a world of information glut and sparse attention, and the pace of information creation is accelerating tremendously. Did you know that according to IBM, we now create about 2.5 trillion bytes of data every day? So much so that 90% of the data in the world has been created only in the last two years.
Today’s buyers have more power. The web provides them with instant information gratification. They can access detailed specifications, prices, and reviews on goods and services 24 hours a day, 7 days a week, with a simple search. Meanwhile, social media encourages them to share and compare, while mobile devices add a where / when dimension to every aspect of the shopping experience.
Inbound Marketing is so powerful because you have the power to give the buyer/consumer exactly the answers they are looking for at the precise moment they need it. That builds trust, reputation, and great brand recognition.
Because of this, traditional marketing tactics based on “renting” the attention that others have built and interrupting the buyer in the buying process are less and less effective.
Now is the time for inbound marketing!
To replace the outdated traditional marketing tactics of “renting attention”, companies are implementing new methods aimed at creating awareness, developing relationships, and generating new leads. In short, it draws customers to you so you don’t chase them. Leads find your company in the early stages of their decision-making process, allowing you to exert greater influence on their future purchasing decisions.
Why do you need inbound marketing
It offers numerous benefits. When used correctly, it can:
• Form a brand preference and influence future purchases
• Generate inbound links through social media
• Optimize your position in search engines
• Increase brand recognition
• Allow customers to engage with your brand 24/7
• Generate leads for less money (compared to traditional marketing)
Inbound marketing: what makes a successful campaign
There is no single inbound marketing tactic that works by itself. Your digital ecosystem must be perfectly connected to get the most out of this practice.
Inbound marketing cannot be segmented into separate categories, even though each section has independent potential. We rely on SEO to attract organic search visitors, but that SEO doesn’t work if there is no content behind it. Without social media, blogs don’t reach new people interested in your product/service. Doing good SEO, content, and social media marketing is completely useless without a lead generation process on your website.
Inbound marketing campaigns are more successful if they incorporate all or part of the following examples:
Optimizing your website for search engines is an integral part of inbound marketing. Use effective keyword analysis, well-structured site design, and other SEO practices to launch your business to the top of search results and ensure your content is seen by the right audience.
Blogs or landing pages
By far the most common form of inbound marketing, blogs or landing pages play a powerful role in driving traffic and generating leads.
Social media is a vital part of inbound marketing. The presence on the most popular social networks like Facebook, Twitter, and LinkedIn cannot be overlooked.
Take your marketing to the next level with webinars. Hands down the best piece of content.
And there is much more: videos, documents, e-books, newsletter … Any opportunity to share your content is an opportunity to put this tactic into practice.
What about marketing automation?
Inbound marketing is more efficient if it is combined with “Marketing automation”. For a more balanced approach, combine inbound efforts with outbound activities such as lead nurturing, lead qualification, and other components of marketing automation.
Marketing automation manages to cultivate relationships with leads who are not yet ready to buy (most often through automated email campaigns). Marketing automation also improves your inbound marketing efforts by helping you separate leads from those who aren’t ready yet. Plus, connecting marketing automation to your customer relationship management (CRM) system ensures that none of your leads are lost along the way.
Conclusion: make inbound marketing work for you!
In our fast-paced society, where the internet and social media shape our daily decisions, customers are exposed to more information than ever. This phenomenon is not only educating them more, but it is also causing a change in purchasing and decision-making behaviors. As a result, B2B and B2C marketing efforts must adjust to respond to this change.
Inbound marketing techniques are used to attract more potential customers and encourage better brand preference. For this to work, companies must introduce a disciplined approach to content creation, introduce marketing automation tools that can help them nurture and qualify leads, and optimize how these leads flow through to sales.